A go-to-market (GTM) strategy is a step-by-step process that’s created to help successfully launch a product or service to market. This is achieved by defining ideal customers, coordinating brand messaging, and positioning the product for launch. A GTM strategy also achieves this by keeping key business units aligned on the same plan, enabling businesses to meet a market need and successfully iterate their product or service.
In simpler terms, a go-to-market strategy is how a company brings a product to market. It’s essentially a roadmap with measurable goals and milestones that demonstrates the viability of a product or service’s success and predicts its performance based on market research and data. GTM strategies don’t necessarily need to be product or service-orientated, either; they can be applied to new operations for an existing business or an entirely new business in its entirety.